Email is easily one of the most essential marketing tools available. Just think about the last major political campaign you were involved in, whether it was locally, regionally or nationally. Chances are you used email marketing to some extent during the period.
What is more, the rise of the bot has dramatically reduced the amount of human interaction required in email marketing. So while there are still clear distinctions between marketing and sales, content and delivery, the lines are blurring. Gone are the days when an email marketing campaign would simply consist of clicking a button and sending off an email with pre-written content.
No longer do you need to have sales people cold-calling potential customers with pitches focused on getting them to buy this week’s product—you can do that via email marketing.
What is also changing is how we approach marketing. In the past, marketing was seen as branding and advertising. However, due to the complexity of the world we live in, marketing has become much more than that. While branding and advertising still play a prominent role in marketing, getting the word out about your product and brand can be accomplished in various ways.
Whether it is via a billboard, a radio ad, a television commercial, or even a website banner, there are a number of ways to spread the word about your product. As a marketer, you should be thinking about various tactics and trying to determine which ones will be most effective for your particular product.
Use email marketing to build and engage with your audience.
At this point, it is important to understand why you are using email marketing in the first place. One of the major reasons is to engage with your audience. As a marketer, you are always looking for ways to engage with your audience so that they will have a positive experience with your product or service. With email marketing, you can accomplish this in numerous ways. For example, you can use the tool to offer your audience special discounts or offers, provide them with useful and informative content, or even just give them an opportunity to engage with you through a contest or sweepstakes.
The key is to utilize several tactics to engage with your audience, with the ultimate goal of encouraging them to become customers.
Develop a plan for your email marketing strategy.
Even if you have the best product in the world and the most effective marketing strategy, you will still fail if you don’t have an organized plan to carry out your email marketing campaign. When it comes to email marketing, many businesses simply click the button and hope for the best. This approach can work if you are simply sending out an update on a new product or special offer. However, as a professional marketer, you should be able to plan out a much more effective and insightful strategy. More importantly, you should develop a plan that will allow you to analyze the results of your campaign, determine what worked and what did not, and make the necessary changes for your next campaign.
To get started, it is worth taking the time to think about what you will include in your plan. First, you should consider the demographics and psychographics of your intended audience. For example, if you are marketing to millennials, you will need to consider what types of content they prefer, what topics they are interested in, and how you can communicate with them via email.
Determine the goals of your email marketing program.
Once you have your basic strategy in place, you can move on to determining the goals of your email marketing program. For any marketing program to be effective, you need to tie your marketing efforts to specific goals and KPIs. When it comes to email marketing, you should consider whether you want to increase brand awareness, drive website conversions, or just generate more general awareness and interest in your product or service. Typically, your program will be most effective if it is focusing on all three areas—increasing brand awareness, driving website traffic, and generating interest and leads for your product or service. Of course, you will need to measure the success of your program in terms of these three areas to determine if it was indeed a success or failure.
Ensure that every member of your team is on the same page.
Before you begin your email marketing campaign, you must ensure that everyone on your team understands the strategy and is prepared to carry it out. Ensure that you have senior management approval for the plan and then work with your team to ensure that every member is on board with the strategy and that no one is left out of the loop.
One of the best things about the internet and social media is that everyone can now be a marketer. In the past, marketing was seen almost exclusively as something that happened to other people—you would go to school to learn how to market your product, then you would go into employer-sponsored marketing programs, and finally you would enter the field and be presented with your first marketing assignment.
Today, with digital marketing becoming such an important part of marketing, everyone from entry-level employees to the highest executives are responsible for marketing plans and budgets. As a digital marketer or a marketer with a social media background, you will no longer be stuck in a job that you feel doesn’t challenge you or allow you to use your strengths.
To determine the best email marketing strategy for your product, you will need to consider a number of different factors. Above all, you must decide whether you want to use email marketing to gain brand awareness, drive website traffic, or just try to generate more general awareness and leads for your product or service. Once you have your strategy and goals in place, you can move on to determining the different components of your email marketing strategy.